Queensland Rewinds to the 1980s with a Nostalgic Campaign to Reignite Tourism

In a bold move to rekindle interest and boost visitor numbers, Queensland tourism officials are taking a nostalgic trip back to the vibrant 1980s with a campaign inspired by Madonna’s iconic hit, Holiday. Titled That Holiday Feeling, the initiative aims to evoke the carefree spirit of the era and remind travelers of Queensland’s breathtaking landscapes and adventures.

The campaign’s centerpiece is a vibrant video featuring singer-songwriter Kita Alexander. In it, she appears to escape the hustle and bustle of a rainy, congested city, emerging into the bright blue skies and scenic wonders of Queensland. The clip showcases a tapestry of destinations—from the sun-kissed beaches of Coolangatta on the Gold Coast to the lush, rugged beauty of Mossman Gorge in Far North Queensland. The westward stretch is represented by Charlotte Plains near Cunnamulla, emphasizing the diverse appeal of the state.

Queensland’s tourism sector is striving to rebound after a sluggish 2024, influenced by the lingering effects of the cost-of-living crisis and a stronger Australian dollar that encouraged travel to Asia. The campaign, launched by Tourism Minister Andrew Powell on Sunday, underscores that this is more than just a catchy tagline; it’s a strategic opportunity to showcase Queensland’s unmatched appeal.

This latest effort follows a highly successful previous campaign centered on Bluey, the beloved animated series about a Brisbane-based family of blue heelers. That $9.2 million initiative, titled Bluey’s World, For Real Life, featured renowned wildlife presenter Robert Irwin urging viewers to “come play.”

This year’s campaign adopts a more mature tone, shifting from playful balloons to scenes of adventure—paddleboarding, hiking, swimming, and snorkeling—highlighting the active and diverse experiences awaiting visitors. Craig Davidson, CEO of Tourism and Events Queensland, emphasizes Queensland’s unique standing: “The platform That Holiday Feeling is genuinely unrivaled. No other destination, anywhere in the world, can match the allure we offer.”

With a mix of nostalgia and adventure, Queensland aims to reopen its doors to the world, inviting travelers to rediscover its magic and create new memories under the sun.